DUBAI, 28 October 2003 — It was in your face. You couldn’t escape it. Information technology all the time, everywhere — that was Gitex 2003. The 23rd edition of the Middle East’s largest IT event was bigger and crazier than any that had come before.

If size is all that matters, then Gitex 2003 was a success. But there were mumblings of discontent amidst the hurrahs. It was expensive to do the event this year and exhibitors have begun to question how much value they receive from their Gitex spend. Marketing budgets are less generous than in the past. Watching a huge chunk of an annual marketing budget gobbled up in a week and not being able to quantify the return is becoming less than amusing.

There is no doubt that vendors, especially major ones, will continue to do Gitex. But there were already signs of a cutback in the spending associated with the event. Exhibitors handed out fewer freebies or show gifts. Vendors were much more discriminating in the way they distributed corporate and product information.

Many companies were giving out single page flyers and referring visitors to their Web sites rather than passing out brochures or CDs. Fewer and smaller social functions associated with Gitex were held. Customers and partners rather than industry professionals were targeted by most of those dinners and parties. At many larger social events, stringent measures were put in place to rein-in costs.

Senior executives from international vendors paid very brief visits to the show. Instead, vendors were forced to rely on local and regional staff. Exhibitors were also more cautious in contracting with public relations firms to help with the event, depending more on their own marketing efforts.

Gitex 2003 showcased an entire range of IT related products and services with a significant focus on e-business, e-commerce and m-commerce. Other areas of interest were uninterrupted power supply solutions, desktop publishing, digital imaging, information management, mobile computing & WAP technology, networking & business communication, office automation, IT education, computer hardware and peripherals.

Many vendors used Gitex to launch new products and services into the region:

• CANON announced the latest model of its multifunction color copiers, the imageRUNNER iR C3200, aimed specifically at the production and graphic arts environments.

• SUN MICROSYSTEMS unveiled new integrated solutions, with live online demonstrations of the SAP IS Retail solution and an advance preview of the new SAP Enterprise Portal 6.0, powered by Sun platforms.

• EPSON introduced two new models of its Stylus range of three-in-one printers. The new range incorporates multi functional advantages like printing, scanning and copying facilities, in one device.

• LG showed its latest optical storage devices (OSD) and the world’s first multi-format DVD re-writer, the LG Super-Multi. LG also strengthened its regional offering of LCD and CRT monitors by adding five new models to its Flatron line-up and brought out a new range of mobile phones with talking keypads.

• HP set forth its Smart Office initiative for small and medium sized enterprises (SMEs) in the Middle East.

• INTEL and DELL in collaboration with HYPERLINK announced the completion of the establishment of a design lab for software solutions targeting SMEs.

• PALM put forward a new line of accessories including an innovative wireless infrared (IR) keyboard; a multifunction stylus; six handheld cases; a plug-and-play, 1.3 megapixel camera card; handheld protection products; and complete accessory kits.

• MICROSOFT launched Windows Mobile 2003 for Pocket PCs and Microsoft Office 2003.

• SAMSUNG showcased the region’s first superior VGA-camera mobile phone, E-700 capable of taking pictures in the dark.

• I-MATE brought out the i-mate Windows Mobile Pocket PC, Phone Edition.

• SIEMENS showed off its MC60 integrated camera phone.

• U.S. ROBOTICS revealed its USR9106, 4-port Ethernet plus 54 Mbps wireless gateway integrated with an ADSL modem and business-class security.

• TOSHIBA ELECTRONIC IMAGING focused on e-Studio 4511, a system capable of black-and-white and color copying, printing and scanning.

• IBM delivered the Lotus Domino Web Access Arabic Version.

• MICROSOFT BUSINESS SOLUTIONS unveiled MBS Solomon, Navision Axapta and Great Plains release 7.5, in addition to previews of its Business Portal and Customer Relationship Management (CRM) solutions.

Gitex 2003 also turned into a bit of a sideshow as some companies attempted record-breaking feats. HP printed the largest pack of playing cards featuring the tallest hotel in the world, Dubai’s Burj Al Arab.

The cards, measuring 108.1 X 70.7 cm were 15 percent larger than those made in Spain in 1998. Canon also smashed a world record by printing the world’s longest single-file print. The 44.5-meter long, 44-inch wide, 1200 dpi mega-print was produced at the Canon stand, in front of a host of visitors and government officials.

While the main exhibition was centered largely on trade professionals, consumers looking to purchase computer equipment and electronic gadgetry could do so at the Gitex Computer Shopper, held at Dubai’s Airport Expo. At the Shopper some of the best buys were on branded notebooks, offered at prices hovering just above and below SR4,000.

Computer Shopper included the “Middle East PlayStation Experience” at which 150 PlayStation consoles loaded with the latest software titles were made available to the public. The PlayStation Experience covered 2,700 square meters and 11 Zones.

Gaming is serious business and revenues from gaming now surpass even those of Hollywood. According to industry estimates, the Interactive Gaming industry is projected to reach a level of $16.9 billion by 2005. This increase has been bolstered by the release of next-generation consoles and interactive gaming.

Thus the industry will continue to grow at the rate of 15 percent per annum, which is three times that of the film and computer hardware business.

Sony used the PlayStation Experience to provide Middle East gaming enthusiasts with previews of some games that won’t be released for months.

The recently launched EyeToy was also showcased. EyeToy links PlayStation 2 to a supplied EyeToy USB camera. This allows players to virtually interact with and manipulate game-featured characters. See more at www.pse-dubai.com.

All in all, Gitex 2003 was a packed event that could have successfully run for much longer than 5 days — except that then no one would survive it!

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